REMARKETING

The art of following without stalking

The concept behind remarketing is very simple: It’s a form of advertising that allows you to display ads to users that have already visited your site. However, this is one of the most misused techniques in online marketing today, as many advertisers sin of stalking their customers, putting ads in front of them at all times and in many cases even interrupting their activities. Don’t be a stalker…

WHAT MAKES A GOOD REMARKETING CAMPAIGN

Remarketing allows you to target users that have visited your website before. It’s a powerful strategy that can be used on Google Search, Display and Shopping, Facebook, Instagram and Youtube, to name just a few.

What’s great about remarketing is that users already know your brand, so there’s no need to explain what you are all about. This makes it easier to convert them into actual or returning customers.

In order to activate remarketing, cookies are left on users’ computer, which is why we recommend you have Google Tag Manager installed on your site. This is the best way to ensure the correct coding is implemented and we can start collecting good quality data. In addition, it is important you update your website privacy policy, so that users are aware that you are collecting data from them.

Remarketing requires technical knowledge and the correct approach to ensure you do not damage your brand.

As a Google Premier Partner, we have access to the latest features and betas from Google AdWords, so we can apply these to eligible accounts, optimising the chances of making our clients’ ads stand out over those of their competitors’.

STRONG CALL TO ACTION

Remember that you are targeting users that have visited your site before, so now it’s the time to reinforce your brand and create a strong call to action.

BE SMART

Segment your users using your analytics data, make sure your creatives are in line with each segment and adjust your bids accordingly to make the most from your remarketing campaigns.

DON’T STALK

Stalking your potential customers can do some serious damage to your brand. Luckily, there’s an easy way around this, which is adjusting your frequency capping per user on your campaign settings tab.

IMAGE ADVERTS

With so much happening on users’ screens, and with users increasingly aware of advertising, getting their attention can be a difficult task. This is why we recommend using animated image adverts on the Google Display Network, Facebook and Instagram – following each platform’s best practices guides

THE BASICS OF REMARKETING

AUDIENCES

The best thing about remarketing is that you don’t have to figure out what your target audience is interested in. You’ve got precious analytics data to tell you which pages, products or services your users are most engaged with. This means you can group users into audiences and target them with specific messaging appealing to every particular section your site, product or service you offer.

BIDDING

Users that visit your site a second time are more likely to convert. That’s a fact. This means that users in your remarketing audiences are, in average, more valuable for your business and you should do everything in your power to bring them back to your site. Your remarketing campaign’s ROI will largely depend on your bidding strategy. Which is why it’s key to understand the value of each conversion and take informed decisions on your bids.

CONTROL

It’s all about being there at the right time, not about being there all the time. Remarketing campaigns thread on a thin line between being helpful for both the user and the advertiser and simply stalking users. The latter of course, can be very damaging to your business, as it will more than likely put off many people from buying from you. Users can report ads they find annoying, so, keep an eye on your frequency capping and adjust it, specially if you have different campaigns targeting audiences that may overlap.

MESSAGE

Right, so, users on your remarketing audience already know your brand and products but for some reason they haven’t converted or haven’t converted again in the case of previous customers. This could mean that they’re shopping around or they simply forgot how great you are. In any case, creating a promotion or a very strong call to action could be the last little push they need to come back to you!